Moszkowicz added that the company had got the marketing wrong with the first film, saying: "We are analysing what we did wrong with the first film, particularly with the positioning and marketing, and what changes we have to make. We are working with a great group of people to reposition the franchise [for City of Ashes]."

He added: "The readers of Mortal Instruments are older than you might think. That may have been one issue in our marketing, that we focused too much on a very young audience segment."